Feeds in App campaigns allow you to use specific content from within your app to make your App ads more customized and better targeted to existing and potential users. With ad group filtering, you can filter to select only a subset of your feed items to attach to a particular ad group within a campaign.
Before you begin
Filtering feed items at the ad group level can ensure:
- Product cohesion - The products leveraged from your feed will fit together in a cohesive way (for example, showcasing items from your apparel category).
- Theme alignment - The products or items from your feed will match the theme of your ad group and other assets.
How filtering feeds for ad groups work
You can attach only one feed per campaign; hence, feeds are considered as campaign-level assets. Once you’ve attached your feed to your App campaign in the “Settings” page, all items from your feed will be eligible to serve across all ad groups without adding a filter.
With filters, you can easily select the subset of items that you want to attach to each ad group for dynamic ad rendering.
Here are some examples of how ad group filters can be used:
- Product filtering - A multi-category apparel retailer running a shoe-themed ad group with shoe-themed assets can also filter their feed for that ad group to only include shoes.
- Brand filtering - An electronics retailer running a Brand X ad group with Brand X assets can also filter to only include items from Brand X for that specific ad group.
- Custom label filtering - A retailer running an ad group to highlight a seasonal promotion can use custom labels to filter and only include promoted products for that specific ad group.
Here’s an example of what a feed ad would look like without a filter. Betsy’s Toy Shop sells several types of toys, including baby toys, stuffed animals, outdoor toys, and puzzles.
Betsy’s Toy Shop decides to add a product filter so consumers can find the results of all their stuffed animal toys. With this product filter applied for the product type, stuffed animals, a user looking for stuffed animals would be able to find this filtered list of products showing stuffed animal toys only. This makes for a much more relevant ads experience.
Instructions
Add filter while creating a new ad group
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop down in the section menu.
- Click Ad groups.
- Click the plus icon
to create a new ad group. Enter the name of the campaign (for which you want to create a new ad group) in the “Select a campaign” pop-up window.
- After you enter the “New ad group” page, fill in the required fields or input desired information for creating the new ad group.
- Click on the collapsible Prioritized products panel and then select the checkbox.
- Select your product group by brand, product type, category, item ID, or custom label.
- Note: Additional filter types (category, item ID, and custom label) are currently in beta. You may contact your Account Manager for more information.
- After you’ve selected the desired attribute, you’ll find a list of possible item categories. Click on the checkbox to add the selected item categories to your ad group. The “Products Submitted” column will show the number of selected items that each category includes. The number of items provide an estimate of the subset size that will be used in the selected ad group. Note that the product groups that you select must contain at least 20 or more items. The number of categories selected will appear at the top of the right panel.
- Click the plus icon
- Select your product group by brand, product type, category, item ID, or custom label.
- Scroll down and click Save and Continue.
The “Prioritized products” filtering panel will show up only if you’ve attached Google Merchant Center feed in the campaign settings. If this field is not checked, the entire feed will be used as an asset by default.
Add filter to an existing ad group
- In your Google Ads account, click the Campaigns icon
- Click the Campaigns drop down in the section menu.
- Click Ad groups.
- Click on a specific ad group (on which you want to apply the filter) from the table toolbar. Click on the pencil icon
on the top left corner to enter the Edit app ad page.
- Click on the collapsible Prioritized products panel and then select the checkbox.
- Select your product group by brand, product type, category, item ID, or custom label.
- Note: Additional filter types (category, item ID, and custom label) are currently in beta. You may contact your Account Manager for more information.
- After you’ve selected the desired attribute, you’ll find a list of possible item categories. Click on the checkbox to add the selected item categories to your ad group. The “Products Submitted” column will show the number of selected items that each category includes. The number of items provide an estimate of the subset size that will be used in the selected ad group. Note that the product groups that you select must contain at least 20 or more items. The number of categories selected will appear at the top of the right panel.
- Click the plus icon
- Select your product group by brand, product type, category, item ID, or custom label.
- Scroll down and click Save.
